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Lessons learned in 2020 – Marketing message

Lessons learned in 2020 – Marketing message

As COVID-19 spread across the globe and reports of super-spreader events started to dominate the news, beauty’s marketing message changed rapidly to hygiene and wellness. Suddenly, the FMCG greats of this world saw demand surge and marketing departments everywhere were focused on one thing and one thing only: cleaning. We saw P&G roll out a brand new home care range, Reckitt Benckiser take to TikTok to promote its #HandWashChallenge and hand sanitizer launches in their droves.

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Lessons Learned in 2020: Finance

Lessons Learned in 2020: Finance

WHAT HAPPENED?
M&A activity has been ripe for some time. An upsurge of private investors, the lure of digitally advanced brands perfectly appealing to an online-obsessed audience, and attractive prices has maintained the momentum for years. And 2019 was no exception. However, the glory days were cut short at the beginning of 2020, with COVID-19 forcing companies to put an immediate hold on purchases in favour of looking inwards and stabilising their own brands amidst a flurry of store closures and a drastic fall in sales.

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Lessons learned in 2020 – Corporate structure

Lessons learned in 2020 – Corporate structure

As 2019 was drawing to a close, it couldn’t have been clearer that virtually all of the sales growth the beauty industry was enjoying was located in one place: Asia. Why then, did companies fail to react as it became increasingly clear that a novel virus was circulating and that China would have to lockdown? The reason? The beauty industry’s corporate structure was stuck in the 20th century. Agile it was not. Local, it was not. Diverse, it was not.

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Lessons learned in 2020 – The media

Lessons learned in 2020 – The media

As we were implored to wash our hands with increasing desperation at the start of the year, suddenly the tangible became persona non grata. Despite studies increasingly proving surface transmission to be rare, schools are still withholding books from students, commuter rags have been consigned to history and some are still isolating their post. Is this the final nail in the coffin of the already weak and fading print? Certainly every media organization in the world was forced to make adjustments and accelerate their shift to digital and social in 2020.

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